The Report

The study questioned over 900 global CEOs, directors and senior managers from around the world to assess the optimum environment for inspiring creative thought. It was carried out in conjunction with organisational psychologist Sir Cary Cooper and the Institute of Directors.

Moving Up

The study found that 84% of business leaders believed that their environment was important for creative thought. After the top three factors, respondents listed fresh air, spaciousness and natural materials such as wood and leather as being vital for a creative environment, whilst comfort, time to think and feeling relaxed were seen as the required psychological conditions for having the best ideas.

The findings of this study suggest that cars present an opportunity for both the right psychological and the right physical conditions for creativity. Creative thoughts will often come to us at a time when we least expect them - when we are relaxed or not thinking about a problem. Experiments have shown that when dopamine is released into our brains from habitual or instinctive distractions, such as driving a car, we are more able to allow our brains to be creative.

Sir Cary Cooper

Developed from the ground up

Almost one in 10 executives questioned revealed that they spent more than a quarter of their working week in the car. The most common activity during a journey was creative thought, as they use the journey to react and inwardly reflect. Indeed, a tenth of executives even stated that they had their best ideas in the car. In developing its luxury Range Rover vehicles, Land Rover has worked hard to perfect the environment for both extended working and thinking time.

We designed an interior for the Range Rover that reflects the needs of our customers: so there is an order and visual logic - an interior architecture that promotes calm and serenity, and which creates that sense of elevation Range Rover is renowned for; something that just feels right. At waist level, a feeling of being cocooned within the car - away from the rush and noise of the outside world - is juxtaposed with a connection to this world through its vast panoramic roof - providing as much natural light as possible.

Gerry McGovern

Chief Design Officer, Land Rover

Designed around the customer

With 45 years of experience developing the Range Rover, Land Rover has learnt a lot about the people who drive or travel in its most luxurious models. Dr Paul Herriotts, Land Rover's Technical Specialist in Ergonomics, explains how the environment is build from the ground up, around the customer:

Gerry McGovern

Land Rover caters for a diverse base of customers from over 170 countries. Knowing our customers inside out - their shapes, sizes and capabilities - is key to being able to build a car that suits their needs. The Range Rover, as the pinnacle of Land Rover luxury and design, is the vehicle that offers the ultimate in adjustability. It needs to be a vehicle which is as supremely comfortable for a tall, young male occupant as it is a short, older female. We aim to create a safe haven for customers which they can adjust to create their own perfect personal environment, whether that be for work, rest or play.